Consumer motivation
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Consumer Motivation. BMI3C. First…. List the last 10 things you bought that cost over $10 We’ll come back to this list in a little bit. Consumer Motivation. Motivation is the biological, emotional, rational, and/or social force that activates and directs behaviour

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Consumer Motivation

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Consumer motivation

Consumer Motivation

BMI3C


First

First…

  • List the last 10 things you bought that cost over $10

  • We’ll come back to this list in a little bit


Consumer motivation1

Consumer Motivation

  • Motivation is the biological, emotional, rational, and/or social force that activates and directs behaviour

  • Which forces motivate consumers to buy?


Biological

Biological

  • The most basic motivation

    • these needs are related to the human need for survival


Emotional

Emotional

  • Love, sympathy, joy, comfort, anger, fear, affection motivate the consumer to do things that are pleasurable or that protect them

  • In the value equation, the pleasure involved in owning a product = benefits and the effort to earn the money to pay for the product = cost


Rational

Rational

  • When the consumer considers convenience, cost savings, safety, warranties, ease of purchase, etc.


Social

Social

  • Peer pressure, parents, and guardians can be a strong motivator

  • Celebrities also influence the consumer in the form of celebrity endorsements eg. Clothing, food, drinks, cereal


Other theories

Other theories

  • Thorndike’s Law of Effect

  • Consumers are motivated to

    • buy products that produce positive results (pleasure, safety, etc.)

    • avoid buying things that produce negative results (economic cost, emotional cost, inconvenience)


Other theories1

G

R

E

Other theories

  • Alderfer’s ERG Theory

  • Consumers are motivated to fill 3 categories of needs

    • Existence Needs

    • Relatedness Needs

    • Growth Needs

  • Organized in a hierarchy – people must satisfy the most basic needs (existence) before moving up

    • Remind you of anything?


Other theories2

Other theories

  • Maslow’s Hierarchy of Needs


Back to the list

Back to the list

  • Take a look at each of the 10 items you bought

  • Categorize each according to

    • The motivational force(s) that caused you to but it

      • Biological, emotional, rational, social

    • The theory that best explains why you bought it

      • Thorndike, Alderfer, Maslow


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